He compared Facebook ads to a guy with a sandwich board popping in between a father and his daughter during an important conversation

Facebook may still be the king of social networks, but that doesn't mean rivals -- like Google+ -- won't keep trying for that No. 1 spot and take a few jabs at it along the way.

Google's Vice President of Product, Bradley Horowitz, recently spoke with Business Insider's Nicholas Carlson in an interview about Google+ and the future of social.

Horowitz had plenty to share, from Google+'s stats of 400 million registered users to the fact that the site isn't a ghost town (about 100 million of those users visit Google+ at least once per month).

However, Horowitz didn't have the nicest things to say about Facebook. Specifically, he targeted the social network's use of advertisements, where they're forced into people's news feeds. He even went as far as comparing Facebook ads to a guy with a sandwich board popping in between a father and his daughter during an important conversation.

"We don't have to make next week's payroll by jamming ads at users," said Horowitz.

Instead, Google+ is working toward the use of recommendations from friends on Google+, saying that a recommendation is much more valuable to the user if it's from someone they know.

Google introduced Google+ in June 2011. It was available by invitation only up until September 2011 when it opened up to everyone with nine additional features, and grew very quickly. It hit 10 million users after only two weeks of availability.